Whether an Australian Agenda?

Abstract

The question often arises as to whether management disciplines in Australia should encourage a peculiarly Australian stream of research or if Australia should compete on an equal footing on the global research playing field. This paper aims to provide a framework to address that issue with respect to marketing, as well as providing some thoughts on where the profession falls with respect to issues discussed within the framework. By looking at supply side and demand side aspects of market management we are able to get some feel for the pros and cons of participating on the global scene relative to specializing in the local environment.